29/09/09

Are you sure you're being different?

There’s been a lot of talk about the house campaign we’ve been running in Campaign, which is great.

One comment that keeps coming up is, ‘why do something as traditional as a print dps?
Why not do something different, in non-traditional media?’

So here’s why.

We felt that, right now, nothing could be as different as a dps in Campaign.
Simply because no other agency is doing dps in Campaign, or even has done for years.

Funny thing, ‘different’.

We all like to feel we are, but the reality of being so is scary.
It means going the opposite way to everyone else.
And it can feel pretty lonely, out there on a limb.

So most of us embrace the happy medium - doing the same new thing that everyone else who wants to appear different is doing.

Because it’s new we can feel the thrill of being unconventional.
Because it’s the same, the comfort of being in the club.

It’s why fashionable always is.

But it’s not different, is it?

So that’s why we went the way we did.
Because it was genuinely different it’s inspired more engagement than another Twitter based concept could have done right now.
Even if some of it’s just to lambast us for not doing something ‘different’…

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Comment from: John 09/11/09 2:29pm

Brilliant.

29/09/09

Are you sure you're being different?

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